Autograph expands in Europe

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22nd Sep 2012
Autograph expands in Europe

Autograph Collection, Marriott International’s evolving portfolio of independent hotels, continues its global growth with plans to debut three new European hotels by the end of the year.

Opening in key gateway cities including Lisbon, Portugal; Rouen, France; and Lille, France; the new additions will expand the current portfolio to 12 Autograph Collection hotels throughout Europe and nearly 40 hotels globally by year end – marking an average of one property joining the collection per month since the brand’s inception in 2010.

Other notable additions this year to the Autograph Collection include Turnberry Isle Miami, Brown Palace Hotel & Spa in Denver, and the Blue Moon and Winter Haven Hotels in Miami Beach.

Autograph Collection initially launched as an opportunity for independent hotel owners to reach millions of travelers through access to Marriott International’s extensive network of global consumers. Autograph Collection also provided Marriott International entry into a new segment of the hospitality market, capturing both leisure and business travelers who sought more unique and independent hotel experiences. Autograph Collection’s proven track record of driving reservations and increasing revenue through its international sales force and powerful marketing channels, while also promoting each property’s autonomy, has helped evolve the business model that now appeals to existing property owners, as well as developers in the early stages of building new hotels.

“It’s been very interesting to see how the industry has responded to Autograph Collection,” said Tina Edmundson, senior vice president of lifestyle brands for Marriott International. “Our initial strategy was to draw in existing properties that could benefit from Marriott’s extensive network of Marriott Rewards members and Marriott.com. While we have seen great success come from that approach, the structure of our business model is shifting to include newly built hotels that want the freedom to design and create their own property experience, while at the same time upholding the customer promise expected from a global brand like Marriott International.”

CONTINUES BELOW

Each Autograph Collection hotel possesses its own distinct identity and appeals to discerning travelers who are looking for a creative experience that only an independent hotel can deliver. Joining Autograph Collection allows each property to further showcase its own extraordinary personality. Through the partnership, each hotel will gain access to Marriott International’s global sales and marketing channels, including the award winning Marriott Rewards loyalty program.

The global expansion of Autograph Collection continues to provide travelers with a range of experiences around the world, including three new hotels to join the portfolio in Europe later this year. Amy McPherson, president and managing director for Marriott International in Europe added, “We are thrilled to add these three distinctive new properties to Autograph Collection as we strive to offer our guests truly original and enriching hotel experiences. Given the region’s wealth of iconic and independent hotels, we strongly believe that Autograph Collection will continue to be a huge growth platform for us and a key component of our European expansion strategy as we seek to reach 80,000 rooms by 2015.” The three new additions to the Autograph Collection include:

Fontecruz, Portugal
Fontecruz will join Autograph Collection this Fall as a destination at the center of the Lisbon’s most significant neighborhood. Situated on the city’s main street, Avenida Liberdale, Fontecruz is Autograph Collection’s first hotel in Portugal. The property offers all the luxuries guests may expect from a hotel set along this landmark strip noted for its mixture of historical charm and modern sophistication. Fontecruz features 72 exclusive rooms and suites, onsite dining and panoramic vistas of the surrounding area.

Hotel De Bourgtheroulde, France
Autograph Collection’s Fall expansion in Europe also includes the addition of Hotel De Bourgtheroulde in Rouen, France. One of the oldest, most noteworthy stone mansions constructed in 15th century, the property has been transformed into a charming, modernized retreat that offers guests a unique experience in the northern region of the country. Hotel De Bourgtheroulde features a full service spa, multiple dining venues, and space for group meetings and events.

Hotel L’Hermitage Gantois, France
Originally built in the 1400s, the Hotel L’Hermitage Gantois will soon join Autograph Collection as a historic getaway in Lille, one of the largest metropolitan areas in France. The hotel’s 72 guest rooms range in size to offer intimate spaces to grand accommodations. Visitors will enjoy all the comforts of the modern day, including Wi-Fi and in-room Nespresso coffee machines. The hotel also offers a variety of food and beverage options.

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